SNS 웹 사이트의 품질요인이 사용자 만족, 지속적 사용의도 및 구전의도에 미치는 영향에 대한 실증 연구 = An Empirical Study on the Effects of SNS Website Quality Factors on the User Satisfaction, Intention of Continuous Use, and Intention of Words-of-Mouth

국문 초록 (Abstract)

최근 Social Network Service(SNS)는 우리 사회와 개인들의 삶의 중요한 부분으로서 뿐만 아니라 오늘날의 인터넷 환경에서의 주요 비즈니스 영역 중 하나로 인식되고 있다. 게다가, SNS 제공 업체 간의 경쟁도 매우 치열한 상황이다. SNS 사업의 성공을 위해서는 웹사이트 품질 개선 노력을 통해 사용자들의 만족과 지속적 사용의도를 강화시키는 것이 중요하다. 따라서 본 연구에서는 인터페이스 품질, 시스템 품질, 정보 품질, 서비스 품질, 감성 품질, 저작환경 품질 등의 6개의 SNS 웹사이트 품질 영역들이 사용자 만족에 미치는 영향과, 사용자 만족이 지속적 사용의도와 구전의도에 미치는 영향을 실증적으로 검증하였다. 분석 결과, 감성 품질, 저작환경 품질, 시스템 품질 영역이 SNS에 대한 사용자 만족에 영향을 미치는 것으로 나타났다. 또한 SNS에 대한 사용자 만족은 지속적 사용의도와 구전의도에 영향을 미치는 것으로 나타났다. 이러한 분석결과로부터 얻을 수 있는 시사점은 다음과 같다. 첫째, SNS 서비스 제공자는 사용자의 감성을 자극할 수 있는 방안을 모색하고, 관련된 서비스를 사용자에게 제공해야 한다. 둘째, SNS 제공자는 SNS 사용자가 콘텐츠 생산에 보다 적극적으로 참여할 수 있도록 콘텐츠 저작환경의 품질을 향상시켜야 한다. 셋째, 사용자의 구전행위를 촉진시킬 수 있는 다양한 방법을 강구할 필요가 있다. 본 연구 결과는 향후 SNS 업체들의 경쟁 전략 수립 및 SNS 웹사이트 개선에 도움이 될 것으로 기대된다.

목차 (Table of Contents)

• 논문초록
• I. 서론
• II. SNS 웹사이트 품질 모델 개발
• III. 연구모델 및 가설 설정
• 3.1 연구모델
• 3.2 연구가설
• IV. 연구 방법
• 4.1 측정도구의 개발
• 4.2 표본과 자료수집
• 4.3 고차요인으로 구성된 연구모델의 분석
• V. 실증분석
• 5.1 측정모델의 분석
• 5.2 구조모형의 분석
• 5.3 분석결과 토의
• VI. 결론
• 참고문헌
• Abstract

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